News

El Pollo Loco selects Zeno Group as new agency

April 26, 2013

El Pollo Loco Inc. has selected Zeno Group as its new public relations agency of record following a competitive review. The agency's Santa Monica, Calif.-based office will oversee media relations, social media strategy, corporate social responsibility initiatives and grand openings for the chain.

"Zeno's proven record of fresh thinking, strategic counsel and flawless execution across a variety of consumer brands presents a compelling opportunity to take El Pollo Loco to exciting new places," said Ed Valle, chief marketing officer, El Pollo Loco. "We are thrilled to partner with Zeno to build on the continued success of our QSR plus strategy."

Zeno will work with El Pollo Loco's marketing team on a strategic and creative program to promote the brand's signature citrus-marinated fire-grilled chicken and new menu offerings across English and Spanish-language media platforms and among trade press.

El Pollo Loco continues its relationship with its advertising agency of record and buying partner for general market and Hispanic media. This business was not included in the review.

Zeno's portfolio also includes clients such as Facebook, Dreamworks Animation, Bacardi, Lipton, Pizza Hut, Seattle's Best Coffee and Sears.

Baja shrimp offerings now available

Also, for a limited time only, El Pollo Loco customers can now enjoy Baja Shrimp featured in Grande Tacos, Tostada Salads and Stuffed Quesadillas.

"Our new Baja Shrimp entrees are a great complement to our signature fire-grilled, citrus-marinated chicken, and further reinforce our QSR-plus strategy of providing a variety of authentic, handcrafted entrees that meet our guests' needs for convenience and value," Valle said.

The Baja Shrimp Grande Taco includes shredded cabbage, creamy cilantro dressing, sliced avocado and mango salsa served in a warm corn tortilla. The Baja Shrimp Tostada Salad features Spanish rice, pinto beans, romaine lettuce, mango salsa, avocado, cilantro and lite citrus vinaigrette served in a tostada shell. The Baja Shrimp Stuffed Quesadilla features jack cheese, cabbage, tomatillo verde salsa and avocado wrapped in a warm flour tortilla.

Baja Shrimp entrees are available at all El Pollo Loco restaurants starting at $2.99.

Read more about marketing or food and beverage rollouts.